Men's Health Analysis

1) Write a one-paragraph summary of your notes for each key concept from the booklet:

Media Language (e.g. conventions, narrative, genre etc.)

Media language has deliberately been used in order to increase the likelihood of consumers purchasing this magazine over another publication. It can be said that the magazine uses intertextuality linked to the cover line "Gut gone in 60 seconds" - this is a link to an action movie which also has association to the model used in the cover photo (Vin Diesel) as he is well known for starring in action movies . The bold typography and size of the copy/font of the cover lines has connotations of strength, power and authority - all of which are admirable traits in the conventional heterosexual male. Also, the serif font of the masthead (Men's Health) and the contrast between the sans serif font of the cover lines is also effective.The sans serif font gives the magazine a sleek, modern feel and adds to the aesthetics of the cover. The serif font reiterates the fact that Men's Health is an established brand that has been producing products and magazines for decades. Because the magazine is well established and has been around for decades it also implies that the representations that are being portrayed may be outdated and are likely to be conventional rather than subverting the gender rhetoric. We are also given the indication that this magazine is well established due to the fact that the model is covering the masthead. The magazine also would have not used Vin Diesel covering the masthead if he himself wasn't recognisable or well established as these things make the audience identify with him, linking him to the brand.


Media Industries (e.g. Hearst Communications)

Hearst Communicates are a media conglomerate that publishes 21 brands including Men's Health and Elle.The fact that they are a media conglomerate signifies that they have a vast amount of influence over the print and digital media industries which therefore means the ideologies reflected in these publications are likely to be accepted and affect the views of society.They also have licensed brand extensions such as Men's Health vitamins. These brand extensions create a sense of synergy for consumers, as they would be able to indulge in the content of each publication, as well and the extra brands produced alongside the actual magazine. 

Media Audiences (e.g. demographics, psychographics, pleasures)

The magazine is aimed at a male audience, typically a more traditional/conventional male audience due to the conventions of hypermasculinity and traditional values of a man. The use of direct mode of address on the front cover of the magazine engages with the reader, and makes them feel as though they are being targeted in a more personal way. The eye contact between the model and the reader would encourage them to trust the Men's Health brand and have faith that the information that they receive (Uses & Gratifications 'surveillance pleasure') will be useful in shaping them into their ideal version of themselves with aspiration of Vin Diesel. Audiences would enjoy this magazine as they may feel that it represents them well as a result of seeing their lifestyle habits reflected through the magazine's content. This would allow audiences to identify with the brands and content more which would make them more likely to invest into the brand and trust in it.This publication would be well received by main-streamers because of the products advertised and general health content however it would also appeal to the "succeeders" psychographic, due to the price as well as the themes of content discussed.

Media Representations (e.g. masculinity)

Men's Health promotes conventional representations of masculinity. This is done through the clear focus on developing the 'ideal' masculine physique as well as the fact that the magazine is orientated around the idea of hyper-masculinity and traits that are considered essential to make a man a masculine, strong character. Rather than playing with and attempting to deconstruct dominant ideologies, Men's Health reinforces the gender rhetoric that men must be strong and look a certain way (i.e. clean shaven, muscular, have a clear jaw-line etc).

2) Identify three specific aspects/conventions (e.g. cover line, colour scheme, text, image etc.) from each page of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.

Front cover: Vin Diesel

Colour scheme: Consists of a blue,black and grey colour scheme which can be interpreted as stereotypically quite masculine colours. The dominant reading of the colour scheme would be that it was intended to appeal more to their target male audience rather than using stereotypically feminine colours such as pink. The colours are also quite bold which can be interpreted as signifying the boldness and strength of a masculine figure such as the model used on the front, Vin Diesel.
Typography: Big, bold text which is not only easy to notice and quick to read but would also appeal to a more masculine audience compared to a swirly, softer font. The capitalisation and exclamation marks can be interpreted as showing aggression and power which are typical masculine features -they are subtling integrating these features to present masculinity in a discreet way. 
Language: The cover lines use verbs such as 'blast', 'slay' and 'wage' which all connote to a notion of battle, which further contributes to the idea of hypermasculinity.

Editor's Letter and contents page

Use of contemporary language - highlights the fact that  Men's Health is a traditional and well established publication, but it also appeals to a slightly younger audience demographic.
"Diesel's slant is one to aspire to" - direct relation to the psychographic group of the aspirers and make the audience feel as if they have to and should aspire to look like Vin Diesel - shaping audience mind by using direct force in language communication "is one to aspire" doesn't give room for audience self thought or judgement. 

Feature: True Grit - 'The Marathon Man'

"Your only limit is your self-belief" - encouraging the readers to adopt a healthy lifestyle and dig deep to push themselves to do more exercise in any form. It also stimulates the audience to push themselves to create goals and follow through with them.
Promotes alternative views towards masculinity because it plays with the idea of age and different interpretations of strength.

3) Type up three media theories that you think are particularly relevant to analysing Men's Health and explain why they are significant:

Propp's character theory
The "winter blues" have been portrayed as the villain who must be defeated. This creates the impression that mental health issues are the enemy/villain character, and that they must be "slain" in order to restore equilibrium and restore order (by returning to conventional representations of masculinity  - i.e. emotionless etc).

David Gauntlett, masculinity is a 'crisis'
The Men's Health magazine goes against this theory as it promotes hypermasculinity and traditional masculine values. The '#slaywinterblues' cover line suggests that depression or being down should be defeated for a man instead of finding ways to deal with it, suggesting that males need to just rid of that down feeling as that is seen to be the only option for them. This touches on the idea that men are not meant to be sensitive beings and should rid of any down feelings which also suggest a lack of "decline in tradition" (David Gauntlett) as men are still seen as having to be strong and hard headed at all times.  

Hall's reception theory
The magazine offers a chance to develop both hegemonic and counter-hegemonic readings. For example, a hegemonic reading may be that Men's Health are promoting a healthy lifestyle and are also attempting to highlight the fact that they can appeal to men from various demographics. A counter-hegemonic reading may be that Men's Health are only promoting this lifestyle because it is an accurate representation of the conventional male. Men's Health are trying to make people conform and adapt their lifestyles to suit traditional masculine social expectations.

4) Type up three quotes from the booklet that you think are particularly useful for analysing Men's Health and explain why they are significant:

"The internet is our 'second self'.' It is more than a tool; it affects the way that we look at ourselves and our relationships with others." - Sherry Turkle (2005
I think that this quote is important because it relates to the way that the representation of gender and masculinity in Men's Health may be viewed as dangerous/damaging to society. The images shown in this magazine are deliberately traditional in terms of the type of 'man' that they represent (i.e. muscular physique etc). As a result, this encourages a sense of narcissism in society as it promotes the idea that good looks and vanity can lead to power and success.

"...media culture helps to shape the prevalent view of the world and its deepest values: it defines what is considered to be good or bad, positive or negative, moral or evil" - Douglas Kellner (1995)
Because Men's Health have such a large following (i.e. a readership of 180,000 and a circulation of over 1 million per month), they are able to promote certain products and lifestyle values that they know will be well received by their target audiences. For example, cover lines such as "demolish junk food cravings" and "blast body fat" imply that eating junk food and gaining weight are looked down on, and should be avoided.

"The content of these representations remains extraordinarily fixed. the men concerned are always young, usually white, particularly muscular, critically strong-jawed, clean shaved...ultimately sexy" - Tim Edwards (1997)
This quote can be directly applied to Men's Health - especially in terms of the front cover. The cover model (e.g. Vin Diesel) always tends to have the features described in this quote. I think that Men's Health deliberately do not stray from this representation of males, as they want to reinforce the dominant ideology that the conventional male looks this particular way and has said features. By continually promoting this ideology, Men's Health successfully ensure that their readers are able to experience a sense of familiarity with their magazine.